Daimler Mercedes Benz

“Daimler is one of the world’s most successful automotive companies. With its divisions Mercedes-Benz Cars, Daimler Trucks, Mercedes-Benz Vans, Daimler Buses and Daimler Financial Services, the Daimler Group is one of the biggest producers of premium cars and the world’s biggest manufacturer of commercial vehicles with a global reach. Daimler Financial Services provides financing, leasing, fleet management, insurance and innovative mobility services.” (DAIMLER)

“The company’s founders, Gottlieb Daimler and Carl Benz, made history with the invention of the automobile in the year 1886. As a pioneer of automotive engineering, we continue to shape the future of mobility today: Our focus is on innovative and green technologies as well as on safe and superior automobiles that appeal to and fascinate our customers.

For many years now, Daimler has been investing continually in the development of alternative drive systems with the goal of making emission-free driving possible in the long term. So in addition to vehicles with hybrid drive, we now have the broadest range of locally emission-free electric vehicles powered by batteries and fuel cells. This is just one example of how we willingly accept the challenge of meeting our responsibility towards society and the environment.” (DAIMLER)

“Daimler sells its vehicles and services in nearly all the countries of the world and has production facilities on five continents. Its current brand portfolio includes, in addition to the world’s most valuable premium automotive brand, Mercedes-Benz, the brands smart, Freightliner, Western Star, BharatBenz, Fuso, Setra and Thomas Built Buses. The company is listed on the stock exchanges of Frankfurt and Stuttgart (stock exchange symbol DAI). In 2013, the Group sold 2.3 million vehicles and employed a workforce of 275,000 people; revenue totaled €118 billion and EBIT amounted to €10.8 billion.” (DAIMLER)

The share capital of Daimler AG amounts to approximately €3,063 million at December 31, 2012. It is divided into 1,067,578,882 registered shares of no par value. With the exception of treasury shares, from which the Company does not have any rights, all shares confer equal rights to their holders.

Each share confers the right to one vote and, with the possible exception of any new shares that are not yet entitled to a dividend, to an equal share of the profits. The rights and obligations arising from the shares are derived from the provisions of applicable law. There were no treasury shares at December 31, 2012.

Currently the company is operating in many countries around the world, most employees working outside their country of origin. Daimler sells its vehicles and services both locally, in several cities in Germany and all around the world Africa, USA, Brazil, China, Japan, and recently in Romania. The company has developed in time its strategies to promote its products and services and to penetrate international markets. The German company is an example due to the cutting edge technology, level of performance and success in building a unique character, distinct due to its brand strategy.

The main stages of this process are the following: intention to create a unique identity and clear-cut defining of the company’s identity; the values promoted by this market in order to achieve the association with the brand name are the following: high performance, security, prestige, building a powerful brand – brand elements that become symbols that each and every individual will associate with the German producer’s image, personality or identity; perception of the company’s personality – every individual should be able to perceive the company’s personality and the values it promotes.

“On April 7, 2010, Daimler AG and the Renault-Nissan Alliance signed a master cooperation agreement on wide-ranging strategic cooperation and a cross shareholding. Renault S.A. and Nissan Motor Co. Ltd. each received an equity interest of 1.55% in Daimler AG, and Daimler AG received equity interests of 3.1% in each of Renault S. A. and Nissan Motor Co. Ltd. Due to an increase in the total number of outstanding shares of Daimler AG following the exercise of stock options, each shareholding in Daimler of Renault S. A. and Nissan Motor Co. Ltd. amounted to 1.54% at December 31, 2012.

For the duration of the master cooperation agreement or for a period of five years (whichever is the shorter), without the prior consent of the other party, i) Daimler AG may not transfer its shares in Renault S.A. and Nissan Motor Co. Ltd. to a third party, and ii) Renault S.A. and Nissan Motor Co. Ltd. may not transfer their shares in Daimler AG to a third party.” (Information)

Works Cited

"Information and Explanation Relevant to Acquisitions." Daimler Annual Report 2012. N.p., n.d. Web. 31 Mar. 2014.

PDF Document: http://conferinta.management.ase.ro/archives/2013/pdf/41.pdf

Citation added: "Company History | Daimler Company Tradition History of Daimler." Company History | Daimler Company Tradition History of Daimler. N.p., n.d. Web. 31 Mar. 2014.